Mumbai: The Emirates NBA Cup trophy arrived in New York to mark the start of the Emirates NBA Cup 2024, following its journey from Dubai. As the official global airline partner of the NBA and inaugural title partner of the Emirates NBA Cup, Emirates transported the trophy aboard an Airbus A380 featuring an NBA-themed livery. The tournament began on 12 November and will culminate with the championship game on 17 December in Las Vegas.

NBA legend James Worthy accompanied the trophy, which was handed to NBA commissioner Adam Silver and Emirates senior VP Thierry Aucoc upon arrival in New York. The flight featured basketball-themed cabin décor across all classes, with NBA-branded food served in special packaging and live NBA games available on the in-flight entertainment system, ice. Passengers in first and business class enjoyed exclusive NBA-themed snacks and a chance to socialize with worthy in the onboard lounge.

From now until 17 December, customers flying to and from 13 U.S. and Canadian cities will experience NBA-themed services, including co-branded headrests, NBA-inspired meals, and live game streaming on flights. Emirates lounges in select cities will feature NBA-themed menus. Passengers also received commemorative memorabilia such as limited-edition NBA replica aircraft models, luggage tags, and photo frames.

Additionally, basketball fans can purchase NBA merchandise, including replica aircraft models, from the Emirates official store. The Emirates NBA Cup continues with group play matchups, including the San Antonio Spurs vs. the Los Angeles Lakers and the Memphis Grizzlies vs. the Golden State Warriors.